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As seen in IN SHOPPER MARKETING Our eighth annual report spotlights more than 200 marketing professionals who are leading shopper marketing efforts at some of the most beloved CPG companies and leading retailers. CRAYOLA: MIMI DIXON, Leader, Customer Development & Activation M imi Dixon has always had a creative side. But it wasn’t until she landed at Campbell Soup Co. that she found her career calling. Starting out as an engineering major at Rutgers University, she also studied sociology and political science before getting her master’s in public administration, which included an internship in the Delaware State House of Representatives. Seeking a new path, she joined Campbell and spent the next 16 years in integrated marketing. In June 2014, she moved to Crayola to serve as its leader of customer development and activation. “I’m innately creative, and shopper marketing allows me that, but in different ways,” Dixon says. “It’s not at all where I thought I’d be, but I get to think about big ideas, partnerships and everyday interactions with shoppers – that’s the part that I love.” activation. As we’re working on bigger promotions, I can tie that in to a shopper marketing leg for our retailers and build it from the outside in. What projects are you working on now? Dixon: We just announced a partnership with Minor League Baseball that will be starting in January. It’s the first relationship of its kind for Crayola, and we’re working on many different ways we can engage our brand in a fun, unique and organic way. How did that partnership come about? Dixon: We were looking at ways to add more fun and interrupt our shoppers in surprising and delightful ways. It was a natural, strategic fit. We’ll have national activation as well as some local-market activation. The games are focused on fun and family, but we’re adding to that with our colors, energy and a greater focus on kids. What was the draw for you to join the team at Crayola? Dixon: Crayola has a history of partnerships and retailer activation, but the science of the discipline and building those relationships with the retail community is why I was brought here. How do you and your organization define shopper marketing? Dixon: It’s targeting and directly engaging the shopper with this lens of retailer customization. When you add that layer and start to look at those unique programs by retailer, that’s where it’s now shopper marketing. Has your role changed in the past two years? Dixon: I started here in charge of shopper marketing and merchandising. Now it’s changed to shopper marketing and national Photo by John Kish 2 ICON KEY Institute member What was your biggest professional challenge? Dixon: Moving into shopper marketing after my years of experience in consumer promotions and integrated marketing. Why was that? Dixon: I’m not going to say that work was easy, but when you add in shopper marketing, it takes it to a whole different level. Now there are four stakeholders that we’re looking to understand and integrate into one solution that pleases everyone. I also had to realize that in the retail landscape, you aren’t a big fish no matter what company you’re with. What motivates you most in your current position? Dixon: Crayola has this awesome brand essence of “freeing the what-ifs.” Kids’ imaginations can go crazy, and we can apply that same philosophy to shopper marketing and our relationships with retailers. As we continue asking the questions and pushing the envelope, that’s inspiring to me. What about shopper marketing keeps you up at night? Dixon: I love that it’s ever-changing, but it’s a double-edged sword. It’s always exciting and there’s always something new, but that also makes it hard to stay on top of or get ahead. And, of course, measurement and ROI continue to be a challenge. Where do you see retail and shopper marketing heading? Dixon: More toward customization and personalization. I love having this oneto-one relationship with shoppers and customizing our messages for them, but how do we scale that and how do we measure it? We’re going to go down the path, but we’re prepared for a lot of trial and error, and the measurement needs to come with it. And shopper marketing’s greatest need today? Dixon: To create solutions that fit into shoppers’ lifestyles and meet their needs. There’s a never-ending pursuit of who our shoppers are, and understanding them at every step is crucial. From there it’s building innovative programs and products that fit those needs versus innovating just for innovation’s sake. 3M Keith Albright, Global Shopper Leader Focused on driving global adoption of key shopper principles, Albright has elevated the role shopper insights has in developing conversiondriven shopper marketing programs. He is recognized as a creative and collaborative problem-solver, and emphasizes the importance of meeting needs across the entire path to purchase as a way to drive sustainable growth. A AHOLD USA Linda Crowder, Senior Director, Peapod Interactive Crowder is responsible for leading all of the third-party partnerships for Ahold USA’s Peapod online grocery service. She works with manufacturers and media partners to deliver strong values and engaging content to Peapod shoppers. Jeff Sigel, Vice President, Brand and Marketing Planning Sigel is responsible for calendar planning, brand positioning and customer messaging for the Ahold banners. He joined the Ahold team in August 2015. Greg Tobin, Vice President of Promotional Strategy and Support Tobin leads the promotional strategy and support team for Ahold USA’s multiple banners. He manages the planning and coordination of promotional activity, displays and demos while ensuring connectivity between key stakeholders, including the merchandising and advertising/marketing divisions. 3 ALBERTSONS COS. Kendal Callender, Director, Shopper Marketing Callender focuses on grocery categories and national events. She uses relevant insights to move customers through the path to purchase via a plethora of preshop, in-store and post-shop tactics to drive sales, engagement and transactions. Michele Lauer, Director, Shopper Marketing Angela Moore, Director, Shopper Marketing Moore is responsible for driving all of Albertsons’ large national programs, including Monopoly, which impacts more than 2,300 stores, 162 vendors, more than 1.3 billion game tickets and 37 million game boards, and delivers significant sales increases for the company and participating vendors. Andrea Olguin, Director, Shopper Marketing, Strategic Planning & Sponsorships Neal Ryan, Director, Shopper Marketing Ryan’s primary focus is on sports marketing. He is most proud of delivering Albertsons’ first series of live, behind-the-scenes racing content with NASCAR drivers Brian Scott and Richard Petty on Facebook. Karen Sales, Vice President, Marketing and Shopper Sales leads all national marketing initiatives, shopper marketing vendor negotiations, strategic planning and marketing execution for the 2,300-plus Albertsons Cos. stores. ALCON Shawn Millerick, Head of Marketing, U.S. OTC Millerick oversees consumer, professional and shopper marketing, as well as market strategy and operations, for Alcon’s eye-care business. When he joined Alcon in 2012, he was responsible for starting up and leading shopper marketing, category management and market strategy, as well as the development of THEeyeSOLUTION shopper marketing platform. ANHEUSER-BUSCH Mitch Louch, Director, Category Leadership – Great Lakes Region Louch currently leads the category and space management team that supports Anheuser-Busch’s retail and wholesale partners throughout the Great Lakes region. Jim Tietjens, Senior Director, Trade Marketing Tietjens’ responsibilities include developing strategy and managing off-premise retail partnerships, developing and managing the integration of Ibotta into Anheuser-Busch’s off- and on-premise retail programming, and working day to day with the Kroger sales team to develop and implement a winning game plan. B BACARDI & CO. Renate Juengling, Shopper Marketing – Rums Juengling leads the development and execution of innovative, insightsendorsed marketing strategies for the Bacardi rums portfolio. The goal of her team is to drive customer engagement, in-store conversion and brand relevance for the company’s shoppers and retailers across distinct channels by linking consumption occasions with shopper missions and needs. Jordan Krawll, Director of Shopper Marketing Krawll is driving the company’s efforts to bring more value to its customers by creating more impactful programs and solutions. He leads the team responsible for developing programming across the company’s portfolio of brands, including Bacardi rums, Grey Goose vodka, Bombay Sapphire gin and Dewar’s whiskey. BAI Kat Haddon, Director of Shopper Marketing BARILLA AMERICA Debbie Zefting, Director, Shopper & Customer Development Since joining Barilla in 2012, Zefting has built a shopper marketing/shopper insights team. Her team has been recognized for creating innovative approaches to shopper marketing at Barilla, driving increased visibility and category performance at retail. BAYER CONSUMER HEALTH Mary Fitzgerald, Senior Manager, Customer and Shopper Activation – Walgreens Team Fitzgerald leads the co-creation, activation and evaluation of insights-based shopper marketing programs and partnerships for upper respiratory, pain, heart health, nutritionals, foot health, digestive health and suncare products. She is a liaison to brand marketing, sales and Walgreens. Jeff Howren, Vice President, Customer & Shopper Development BEAM SUNTORY Michelle Cater, Senior Director, Commercial Marketing Cater leads a team of 26 commercial marketers who work across the entire Beam Suntory portfolio, developing the strategic national programs and materials for all channels of trade, including its largest national customers. BEIERSDORF Andrew Kingery, Director, Shopper & Customer Marketing Leading shopper and customer marketing efforts, Kingery says the most valuable work accomplishment is always seeing people change their behavior to become more effective at being their best self. BIC Patricia FitzSimons, Team Leader – Category Management/Shopper Insights In a newly created position, FitzSimons has a goal of building a best-in-class shopper insight and category management team that will support the company’s growing retailer partnerships. The team focuses on shopper marketing programs, customer-centric research and basic category management projects across all channels within the wet shave, stationery and lighter categories. BIGELOW TEA Missy Hackett, Product Manager, Channel & Market Development BIMBO BAKERIES USA Maureen Sticco, Director of Marketing BLOUNT FINE FOODS Ann Green, Senior Brand Manager Green leads the brand and shopper marketing initiatives for Panera, Legal Sea Foods and Blount fresh soups across all retail channels. 4 BOAR’S HEAD BRAND CANON RuthAnn LaMore, Director of Retail Marketing Chris Sedlacek, Senior Director, Digital Marketing Services BUMBLE BEE SEAFOODS CARL BUDDIG & CO. Corliss Collier, Senior Director, Category Development & Insights – Center of Excellence Collier leads a team of dynamic professionals in engaging shoppers and retailers alike through innovative research, insights and marketing programs. Seeing insights drive action and come to life in the marketplace while delighting shoppers and consumers is her greatest satisfaction. BUTTERBALL Kyle Lock, Senior Director, Retail Marketing A 23-year marketing veteran for companies including Tyson, Hillshire Farm and Butterball, Lock is responsible for defining and growing powerful brands, leading strategic planning and founding departments around initiatives such as innovation and insights. Robert Gay, Director, Marketing CENTRAL GARDEN & PET Lisa Barnes, Shopper Marketing & Sales Strategy & Planning Lead Barnes’ leadership brings Walmart shoppers to the forefront of sales strategy. Utilizing shopper insights, she creates strategies and programs designed to drive conversion in traditional shopping environments as well as in the e-commerce channel. Kevin Smith, Senior Director of Marketing Operations CHATTEM David Holliday, Director, Sales Planning & Development CHOBANI Sonia Dalvi, Senior Brand Manager, Shopper Marketing C CHURCH & DWIGHT CAMPBELL SOUP Dan Bracken, Director, Digital Strategy & Shopper Marketing Yin Rani, Vice President, Integrated Marketing Joseph Vizcarra, Shopper Marketing – Walmart, Sam’s Club Vizcarra has nearly 20 years’ experience working with some of the country’s top brands, reaching both the general market and Hispanic consumer through innovative advertising, shopper marketing and promotions. He joined the company in 2014 and is responsible for all shopper marketing strategy, planning and execution for Walmart and Sam’s Club. CLOROX David Cardona, Director of Shopper Marketing, CAS & Multicultural Capabilities COCA-COLA Drew Allen, Assistant Vice President, Shopper Marketing – Central Region Allen is responsible for leading all shopper marketing programs for Coca-Cola’s Central region customers. His background includes leadership roles in sales and marketing at Coca-Cola, marketing at Walmart, and consulting at Accenture. 5 James Beck, Global Director, Marketing – Walmart International Team Beck leads the company’s marketing relationship with Walmart International and consults on marketing strategy with Coca-Cola teams that work with Walmart in Latin America, the United Kingdom, Africa, Canada and Asia. Nicole Hutcheson, Director, Shopper Strategy & Innovation Stacy Jackson, Assistant Vice President, Shopper Marketing Jackson leads the shopper marketing team for CocaCola’s Kroger team, the company’s second-largest national retail team. She is responsible for ensuring holistic integration within Kroger’s marketing programs while also balancing the respective Coca-Cola brand equities. Lynwood Mallard, Vice President, Shopper Marketing Mallard leads shopper marketing for Coca-Cola North America including areas of shopper science; design and merchandising; digital/proximity; national shopper programs and occasion platforms; and strategic alliances. John Mount, Vice President, National Retail Sales, Customer Marketing Mount was inducted into the Shopper Marketing Hall of Fame in 2013. Jim Rogers, Director, Strategic Retail Alliances Rogers leads the Strategic Retail Alliances team. This team is focused on driving shopper solutions through insights-based partnerships with complementary brands. He is a founding member of both the M&M’s/Mars and KimberlyClark shopper marketing teams. GLAXOSMITHKLINE CONSUMER HEALTHCARE NORTH AMERICA: MARY BETH BARRETT, Director, NA Shopper Science Lab M ar y Beth Bar rett has worked in many different roles during her 21 years at GSK, all of which have helped shape her business understanding and approach for driving solutions. She earned a degree in marketing and spent her early career in sales and analytics. Along the way, she’s gained experience in category management, business development and both local and global shopper marketing. Today, she leads GSK’s North American Shopper Science Lab, which opened in June in Warren, New Jersey. GSK’s first Shopper Science Lab opened in London in 2013. “[The lab] is one of our largest evolutions for GSK,” Barrett says. “We’re invested in delivering meaningful, insight-based solutions to our shoppers, consumers and retailers.” The high-tech lab aims to better understand consumer, shopper and retailer needs to ultimately provide consumers with the products they want. “It’s great to be working in the field I studied in,” says Barrett, “and even better to be involved in cutting-edge technology to help deliver validated insights and understanding around the path to purchase.” What does the lab provide? What’s the goal of the lab? Barrett: Control. Barrett: Qualitative insights around key business questions such as merchandising layout, segmentation, adjacencies, in-store pointof-sale, website assessment and more. And how does this push collaboration deeper? Barrett: We have an opportunity to partner with retailers on the full journey from collectively unfolding insights in technologically advanced ways, to creating strong action plans together that will drive our relationship in the industry forward. What is your team’s focus? Barrett: Unlocking and accelerating joint business planning opportunities and delivering shopper insights that drive category growth. To influence and accelerate the speed of decision making both internally and externally by leveraging our technology. How does GSK define shopper marketing? Barrett: A discipline that develops insight-based activation plans, providing mutual benefits to the shopper, retailer and manufacturer. What’s a concern with shopper marketing? Barrett: The lack of an industry-wide standard for measurement. We’ve put a lot of rigor into this area and are making great progress within our organization. Shoppers today need … Barrett: To drive a deeper level of collaboration with our retail partners and deliver insights based on health-and-wellness solutions through custom research. Photos by Steve Hockstein 6 COLGATE-PALMOLIVE Marie-Agnes Daumas, Director, Shopper Marketing Center of Excellence, N.A. How does GSK respond? Barrett: Delivering on the ability for shoppers to customize their own needs with the tools and/or technology to accelerate the seamless shopping experience and ultimately sales. Where is the industry headed in the next decade? Barrett: Digital, social and mobile will continue to change the way people shop. Given the “endless aisle,” having increased brand presence through all mediums will be key. Data collection will help deliver relevant information, insights and solutions that shoppers will ultimately demand. And retail? Barrett: Seamless shopping whether online or on the go will be mainstream and include an increased focus on personalization. Where has shopper marketing made strides? Barrett: Toward shopper solutions versus individual brand platforms. And where are the opportunities? Barrett: To better integrate a digital/omnichannel approach. Evolving the reliance on analytics to ensure personalization is fully leveraged. What currently motivates you? Barrett: Learning new technology that enables enhanced omnichannel engagement and creates seamless shopping experiences. Helping to fundamentally deliver on the needs of shoppers through research and state-of-the-art technology. Technology such as … Barrett: Eye tracking, facial biometrics and skin biometrics. Integration of biometric tools provides a more comprehensive perspective of shopper behavior. What has been a professional challenge? Barry Roberts, Director, Retail Shopper Solutions & E-Commerce Roberts was inducted into the Shopper Marketing Hall of Fame in 2016. CONAGRA FOODS Tekisha Harvey, Director, Shopper Marketing, Kroger Harvey leads the ConAgra Kroger shopper marketing team with a collaborative, strategic approach. Her keen vision is the foundation in the development of programs beneficial for both ConAgra and Kroger, maximizing shopper engagement and conversion. Aaron Newhouse, Director, Shopper Marketing Newhouse leads the team responsible for driving linkage between ConAgra’s brands and platforms with its key grocery channel retail partners. Matt Pabst, Director, Shopper Marketing Bob Waibel, Senior Director, Shopper Marketing With more than 25 years of CPG experience, Waibel leads a team of 15 and ConAgra’s shopper marketing agency that focuses on understanding how the company’s consumers behave as shoppers in different channels, formats and categories and leveraging this intelligence for the benefit of all stakeholders. Barrett: Transitioning from an individual contributor to a manager and leader. It’s a shift. CONSTELLATION BRANDS Jason Alving, Shopper Marketing Director Alving is responsible for the strategy, development and execution of shopper marketing programming, leveraging insights to drive retailer collaboration and promotional opportunities. He has been successful in connecting Albertsons’ national needs with the local banners’ needs and creating consistency in promotional activity. Tracy Frisbie, Shopper Marketing Director Responsible for developing shopper marketing capabilities and relationships with national retail accounts, Frisbie fosters strategic partnerships with other CPGs to bring shopper solutions to retailers. She is most proud of the work and relationships the team has developed in just two years, seeing positive results and ROI. Theresa Sandhu, Shopper Marketing Director Sandhu is responsible for the strategy, development and execution of shopper marketing programming for Kroger and all its banners, leveraging insights to drive retailer collaboration and promotional opportunities. She has been successful in creating programs that drive adult beverage category growth across wine, beer and spirits. COTY Brad Bock, Director of Category Management & Shopper Insights Jessica Kalinger, Senior Director, Category Management & Shopper Insights CRAYOLA Mimi Dixon, Leader, Customer Development & Activation (See profile on page 2.) What makes it work? Barrett: Having a strong team that’s built on trust and respect is the key to success. To you, leadership is … Barrett: The ability to drive performance of others through honesty, trust, inspiration and motivation. 7 CVS HEALTH DEL MONTE FOODS Christopher Almeida, Senior Director, Shopper Marketing & Experience Jennifer Reiner, Senior Director of Marketing Activation & Shopper Marketing Reiner oversees the integrated marketing communication process, shopper marketing, creative services, agency relationships and Del Monte Kitchens. She has been actively engaged in shopper marketing since 2001 and has led a variety of breakthrough customer initiatives including category reinvention, 360-degree media integrations and Hispanic strategy and execution. Grant Violanti, Senior Director, Loyalty & Personalization, Category Growth Strategy Violanti is responsible for the management and implementation of personalization plans for all front store categories. This includes receipt marketing, digital and email engagement, direct mail and more. Peter Bond, Senior Director, Loyalty & Personalization Bond leads a team of professionals dedicated to connecting CPG suppliers to shoppers through omnichannel personalization vehicles using behavior insights produced by the more than 70 million active cardholders shopping at CVS retail stores. He also oversees using shopper insights and collaborating with suppliers in building shopper-centric business plans. Jim Hallock, Director, ExtraCare Customer Conversion Marketing Amy Schroeder, Director, Loyalty & Personalization D DELL Dan Seymour, Director, North American Retail/ Shopper Marketing DIAGEO Calvin Burwell, Senior Director, Consumer Planning Catherine Moffatt, Vice President, Global Shopper Planning & Customer Marketing Center of Excellence DIAMOND FOODS Sara Sabin, Director, Shopper Marketing DAS COS. DOLE FOOD Charles White, Vice President, Brands & Marketing White leads the proprietary RoadPro Brands and parent company DAS Cos. to market, devising marketing strategies, shaping shopper marketing plans, building strong brands, crafting marketing communications, and designing shopper merchandising systems. Kellee Miller, Director, Shopper Marketing Miller leads a dedicated shopper marketing team to partner with retailers and their shoppers with a key focus on loyalty, retention and education. 8 DR PEPPER SNAPPLE GROUP Sheila Bonner, Vice President, Shopper Marketing Richard Moulton, Director, Shopper Marketing – Walmart, West Grocery & C-Stores Alysia Ross, Senior Director/Shopper Marketing Manager DRISCOLL STRAWBERRY ASSOCIATES Chuck Sweeney, Director of Category Development Sweeney’s focus is on innovative merchandising in the berry category with Driscoll’s key retailers. Foundational to any of the programs he develops is consumer and shopper data. This merging of shopper data and merchandising gives a sharp edge to the strategy of any point-of-purchase program. E E. & J. GALLO WINERY Robert Ruijssenaars, Senior Director, Shopper Marketing Ruijssenaars is responsible for the company’s national shopper marketing efforts, using actionable insights to build best-inclass shopper solutions in partnership with Gallo’s retail customers. Jamie Williamson, Creative Director – Shopper Marketing Williamson is the creative lead over Gallo Shopper 360, the internal shopper marketing agency serving the E. & J. Gallo portfolio of wine and spirits brands. EDGEWELL PERSONAL CARE Michael Law, Senior Director, Customer Strategy & Planning Law has led shopper-centric programs across a wide range of categories including confection, OTC, beauty and personal care. He is driving thought-leadership initiatives with key retailers to challenge category conventions and unlock longterm growth. Beth St. Raymond, Director, Shopper Marketing and Merchandising and Display St. Raymond is responsible for working with a talented team to seek insights, set strategies and execute with excellence action against the path to purchase. Her team works with its retail partners to engage the shopper online or in-store. ELIZABETH ARDEN Greg Griffin, Vice President, Customer Marketing, Global Mass & Mid-Tier With more than two decades of experience, Griffin leads the development and execution of the commercial channel and customer marketing strategies and programs for Elizabeth Arden’s fragrance portfolio. ENERGIZER HOLDINGS Thu Bang, Senior Manager, Americas Shopper Activation Mike Lampman, Vice President, Trade Marketing F GENERAL MILLS FAMILY DOLLAR STORES Matthew Martin, Vice President, Marketing Gail Mercer, Director, Marketing Planning & Strategy Donald Smith, Vice President, Marketing Tiffany Carver, Director, Customer & Shopper Marketing – Canada Jay Picconatto, Marketing Director, Shopper Marketing Picconatto leads the shopper marketing teams in the field as well as the company’s central shopper capabilities team. GEORGIA-PACIFIC FERRERO Mark Kendrat, Director of Trade Marketing FIRST QUALITY ENTERPRISES Kip Olmstead, Chief Marketing Officer – Store Brands G GENERAL ELECTRIC Jason West, General Manager Merchandising & Marketing, GE Appliances West leads a team that activates the company’s advertising campaigns, promotions, and commercializes product launches. The team drives creative and execution for brand communications, shopper marketing, trade advertising and product marketing. West led the development and launch of a shopper marketing team, moving the organization from internally focused push tactics to an externally aligned pull strategy, redefining channel funds for more impact. Rochelle Hartigan, Marketing Manager, Retail Branding, GE Lighting Hartigan’s primary responsibility is to enhance the shopping experience for the lighting consumer at the point of purchase. This includes merchandising, signage, displays and other key brand touchpoints. 9 Douwe Bergsma, Chief Marketing Officer Bergsma was inducted into the Shopper Marketing Hall of Fame in 2016. Laura Knebusch, Vice President, Marketing Activation Knebusch is responsible for communication strategy and planning, content development, promotions and shopper marketing efforts supporting all GeorgiaPacific consumer brands. GIANT EAGLE Ashley Downey, Marketing Manager, Grocery Downey develops and executes shopper marketing programs across grocery, dairy, frozen, health & beauty, beer and wine in collaboration with category leaders and CPG partners. Adam Golomb, Director of Marketing Golomb is responsible for leading the overall development and execution of marketing strategies and shopper marketing programs for the Giant Eagle brand and its own brand portfolio. RB: CHERYL POLICASTRO, Shopper Marketing Team Leader C heryl Policastro had a calling for the marketing industry from an early age. As a child she would “invent” new products and use a tape player to record commercials. After college, Policastro joined Liz Claiborne for a position in co-op advertising, coordinating retailer-specific direct mail programs and working with buyers on co-op ads. From there, she held positions in insights, analytics, sales and marketing working across many categories including apparel, OTC, pharmaceuticals and lighting. The variety made her adept at quickly learning new businesses. “Each area helped me build a different skillset and develop a deeper understanding of the various stakeholders, both internally and externally,” Policastro says. For the last five years, she’s been able to put that knowledge to use developing shopper marketing programs, first for Novartis and now at RB. the role of the shopper marketing investment within the marketing mix before we develop the shopper strategy and tactics. We also determine projected short-term ROIs and other KPIs like number of units moved or trialists. What does this look like externally? Policastro: Carefully chosen tactics with messaging that is customized for the shopper versus consumer messaging. How does this differ from what previously happened? Policastro: We were just investing in a list of 360-degree shopper tactics to show support for the initiatives without utilizing shopper insights. What do today’s shoppers care most about? Policastro: Their lives being made easier. For many, saving time and share of mind while still finding the right solution is as important as saving money. You’ve been working at RB to evolve shopper marketing from a “cost of doing business” into a strategic investment with a defined role within the marketing mix. What does that look like internally? How does RB respond to this? Policastro: Our guiding principles are rooted in catering to the shortest attention span and focusing on the right engagement and dialogue versus just pushing claims and communication. Policastro: Clearly identifying brand and retailer objectives, the shopper target, the behavior we’re looking to change and the key barriers to doing so. What’s a concern when it comes to shopper marketing? Policastro: Our ability to influence behavior is getting more and more difficult. Autopilot behaviors already exist in several catego- How does that help? Policastro: By identifying these critical elements, we can define Photo by Steve Hockstein 10 ries, and it is being reinforced and expanded by the many forces competing for the shopper’s attention and share of mind. What can the industry do when it comes to shoppers on autopilot? Policastro: There is significant opportunity for Decision Science to play a big role in how shopper marketing evolves. What excites you about this? Policastro: How research will evolve to make Decision Science actionable and the innovative ways we will connect with shoppers and provide solutions they love but never knew they needed. GLAXOSMITHKLINE H-E-B Mary Beth Barrett, Director, NA Shopper Science Lab (See profile on page 6.) Chris Cecchine, Director of Targeted Marketing and Shopper Loyalty Cecchine joined the strategy and loyalty team at H-E-B earlier this year. His previous 17 years with the company include various positions such as director of merchandising and marketing, director of operations, director of customer service, and store leader. He is currently focused on evolving targeted marketing efforts to further enhance shopper loyalty. Cara Kahaly, Director, U.S. Shopper Marketing With 17 years of experience in the industry, Kahaly is responsible for driving collective leadership of the U.S. shopper marketing and NA shopper science lab team, advancing the transformation of retailer engagement, shopper research and omnichannel approaches. GOJO INDUSTRIES What’s next for you at RB? Kathleen Leigh, Marketing Director, E-Commerce and Digital Content You helped develop five guiding principles for the company. Can you talk about those? H Policastro: Working to ensure we’re agile enough to be ready for the future. Policastro: They are rooted in trends and insights. One is “cater to the shortest attention span.” They are fairly aspirational and will live on into 2017 and beyond with some adaptation. Leadership came early for you, right? Policastro: Yes, when I was 25 I had a team of six analysts reporting into me. I started to build leadership skills early. What about the times you didn’t have direct reports? Policastro: Those instances were valuable years. I was able to reflect and grow for my next leadership position. Prior to the creation of your position at RB what did the structure look like? Policastro: The existing shopper marketing managers reported into three different VP-level positions. And this wasn’t the first time you stepped into a brand new position? Policastro: No. I’ve been fortunate as I’ve had the opportunity to work in four positions that were new roles charged with building or transforming a capability. HALLMARK CARDS Patrick Gahagan, Vice President, Category Management HANESBRANDS Cindy Johnson, Senior Marketing Manager Johnson manages shopper marketing initiatives at several key retail accounts including Target. In-store displays, advertising and promotions are her key focus, with growing emphasis on digital and social media. Strengths include insight-led shopper strategies and effective cross-promotional campaigns with other major CPG brands. HASBRO Jeff Taylor, Vice President, Sales & Customer Strategic Marketing And that is stimulating? Policastro: I’m most inspired by creating new pathways by changing mindsets, developing new approaches and making them a reality. 11 Twyla Lusk, Director, H-E-B Strategy & Shopper Loyalty Development Lusk has been with H-E-B for 18 years with experience in grocery and general merchandise procurement management. She began the strategy and shopper loyalty team at H-E-B in 2006 and has led the team that has created targeted shopper marketing as a viable platform for the retailer. HEINEKEN Dean Williams, Senior Director, Commercial Marketing, National Accounts HENKEL Michele Bene Delaune, Brand Manager, Shopper Marketing Delaune manages shopper marketing for Henkel in the hair care, styling and color categories across all channels of trade. She successfully launched four new brands into retail this year while continuing to build base business. Karen Crova, Director, Shopper Strategy Crova leads the shopper marketing and category management team for Henkel’s U.S. hair business. She recently returned from Henkel’s headquarters in Germany, where she ran global projects and strategy for its laundry business. Her current focus is to use insights with her team to help retailers, shoppers and consumers have a good hair day. Adam Eagon, Director, Shopper Strategy Eagon has 20-plus years of CPG industry experience bringing insights to action across all major trade channels. He currently leads the headquarterand field-based shopper marketing and category management team at Henkel for the laundry and home care division. Laura Hyland, Vice President, Shopper Strategy & E-Commerce In a newly created role in Henkel’s North American consumer goods office, Hyland is leading the category management, shopper marketing and e-commerce teams to maximize sales by addressing shopper needs in the changing retail landscape. HYDE TOOLS JOHNSON & JOHNSON Corey Talbot, Vice President of Marketing & Product Development Heather Campain, Director, Shopper Marketing Campain’s proudest moments have been inspiring teams to come together crossfunctionally in ways that maximize expertise and efficiency and seeing that consistently produce award-winning results with the company’s customers and deliver innovative solutions that shoppers love. I INTEL Lisa Bader, Director, Shopper Marketing Renee Novello, Director of Shopper Marketing and Global Retail Marketing Manager Novello leads a team focused on developing shopper-centric retail strategies and executing insight-driven programs that influence the path-to-purchase, meet business objectives and positively impact sales conversions. HERSHEY Oscar Herrada, Director, Shopper Engagement, Large & Small Format Herrada leads the shopper engagement team across key strategic large- and small-format customers for the company’s brand portfolio. His team develops and executes insight-based shopper solutions for category platforms and new item introductions, as well as promotional program support to drive conversion and loyalty. Jenni Pustinger, Director, Shopper Engagement Walmart/Club Channel Pustinger is responsible for engaging shoppers in Walmart and the club channel, converting them to buy Hershey brands. Her team leads shopper marketing strategies and plans and is responsible for creating and delivering custom items. HORMEL FOODS Mark Thompson, Director, Category Management & Professional Development J JACK LINK’S Jeff Kjome, Shopper Marketing Director Kjome leads efforts in driving profitable volume growth and building brand equity for Jack Link’s by partnering with key retailers across the grocery, mass, club, c-store and dollar channels. J.M. SMUCKER Liz Mayer, Director, Shopper Marketing Mayer leads a passionate team whose trusted retailer and brand partnerships bring families together for memorable meals and moments. The team’s focus on collaboration, shopper solutions and omnichannel strategies drive brand conversion and category growth. Scott Weisenbeck, Director, Integrated Marketing 12 Melissa Fandrich, Shopper Solutions Senior Manager Fandrich is passionate about uncovering transformational insights that represent the voice of the shopper and creating insights-led customer strategy that drives loyalty for both J&J brands and Walmart. Lori Kangas, Senior Manager, Shopper Marketing Pia Kelly, Senior Manager, Shopper Marketing & Insights Kim Viccaro, Director of Shopper Solutions Viccaro has been with the company for 21 years and is passionate about creating differentiated shopper marketing campaigns that put the shopper mindset first while driving J&J brand love and retailer loyalty. JOHNSONVILLE SAUSAGE Stephanie Plehn, Shopper Marketing Manager JUST BORN Keith Domalewski, Director of Marketing Services K KELLOGG Analia Benedetti, Director of Shopper Marketing and Multicultural Commercialization Benedetti leads the shopper marketing regional team, responsible for partnering with retailers to engage and inspire shoppers through insights-based programs to drive sustainable, organic growth with an increasingly diverse shopper and consumer base. Jen Carter, Senior Director, Shopper Marketing Carter is responsible for leading shopper strategy rooted in strong insights for her retailer teams. She has significant experience in the shopper marketing industry and has built a strong track record of delivering customized programs rooted in the retailer’s shopper segmentation, delivering on both the brand and retailer objectives driving business results. Mike Clifford, Associate Director, U.S. Shopper Marketing Clifford applies his 18-plus years of shopper marketing experience toward the development of strategies designed to help Kellogg’s business units and its iconic brands elevate their shopper and customer engagement. Aaron Elleman, Senior Director, Shopper Marketing Scott Hamric, Vice President, Sales Strategy Terrae Schroeder, Director, NA Shopper and Wholesome Snacks Schroeder leads the North American snack shopper insights group supporting shopper marketing, customer marketing and store-back design. She leads insight solutions for in-store activation, shopper behavior and experience, and scale promotions. KEURIG GREEN MOUNTAIN KIND Amber King, Shopper Marketing Manager King is responsible for partnering to link customer strategies with category insights to develop shopper marketing programs that deliver on the shopper’s needs. Jenny Busby, Senior Manager of Shopper Marketing Busby works closely with the sales, business development and marketing teams at Kind to drive performance of the brand and customers’ business through the development of integrated shopper solutions. KIMBERLY-CLARK Jon Israelite, Vice President, Business Development Anne Jenkins, Director of Shopper Marketing, National Accounts Jenkins leads a talented team focused on developing shopper marketing strategies and tactics across K-C’s largest group of customers in the U.S. The team’s mission is to deliver insights-led programs that drive category growth for its retailers. Sara Gilbert Leonard, Director, Shopper Marketing, Walmart U.S. Team Gilbert’s greatest work accomplishment is building her team’s talent and career paths. The team leads with insights, cultivates strong customer partnerships and drives meaningful business results for the customer and K-C. Liz Metz, Senior Director, Shopper Engagement/ Customer Development North America Metz leads Kimberly-Clark’s shopper marketing and category management for all of its brands. She is accountable for accelerating and driving insightful sustainable category growth that delivers on K-C’s promise of essentials for a better life. Jill Weinkes, Senior Manager, Shopper Marketing COE KOHL’S Brian Dennis, Vice President, Customer Experience Penelope Smiley, Director, Category & Brand Marketing KROGER Jeff Talbot, Corporate Vice President, Customer Loyalty Marketing, Relationships and Insights L L’OREAL Louise Horgan, Vice President, Shopper Marketing, MGe Division Horgan leads a dynamic shopper marketing team for the Maybelline, Garnier and Essie brands at L’Oreal USA. She focuses on growing the beauty category by developing omnichannel brand platforms and best-in-class point-of-sale at retail. LEBANON-SEABOARD Deb Balcerzak-Wilson, Senior Marketing Manager, E-Commerce LG ELECTRONICS David VanderWaal, Vice President of Marketing, Consumer Electronics & Home Appliances 13 PFIZER CONSUMER HEALTHCARE: HEATHER STORMS, Director, Shopper Marketing T So that’s a big focus right now? he activity surrounding Nexium’s Rx-to-OTC switch in 2014 made Heather Storms want to do shopper marketing day in, day out. As a senior project manager at the time, she worked closely with the shopper marketing team to develop customer-specific launch plans. Up to that point, her decade-long tenure with Pfizer consisted of a variety of brand marketing and product management roles. But her growing interest in the nuances between different shoppers and retailers and executing tailored approaches – as well as the opportunities she saw in the discipline – made her realize that shopper marketing was where she wanted to be. “I’m driven by a curiosity to learn about people and the world around me,” she says. For the last year, Storms has been at the helm of the company’s efforts as director of shopper marketing. Storms: Yes, there are several initiatives across various retailers that center around that theme of personalized, customized, datadriven digital programming. Even internally we’re helping to shape our organization’s digital strategy to reflect the digital shift we’re seeing enabled by mobile technology – and making sure it’s fully encompassing of this omnichannel environment that our shopper lives in. What does that consist of? Storms: Not just digital marketing, but e-commerce and how the shopper navigates the landscape through digital as well as the physical stores. We’re working closely with key retail partners to create similar programs with them as well, as we’ve seen retailer data partnerships evolve. What does a typical day look like for you? Storms: I’m responsible for defining and driving the overall shopper marketing strategy, our processes and our programs across all the PCH (Pfizer Consumer Health) brands. I manage a field-based team and act as a liaison between brand marketing and the field teams to develop customized marketing programs with our retailers. How do you and your organization define shopper marketing? Storms: Shopper-centric marketing that effectively leverages insights to drive capital growth for PCH brands and our retailers. How is it evolving? Storms: Global technology has really changed the way shoppers shop and the way we need to be thinking about how we can effectively communicate with them. The discipline didn’t exist when I started here. Are you working on any big projects? Storms: The theme of a number of different projects revolves around using purchase-based targeting to develop personalized, customized digital programs that intercept shoppers along the path to purchase with relevant messaging and offers to drive conversion. What was your biggest professional challenge? Storms: The Rx-to-OTC switch of Nexium. There were such high Photo by Steve Hockstein 14 expectations of that launch, both internally and externally with our retailers and other stakeholders. How did you as an organization overcome that? Storms: With collaboration and communication, and really working with all the different parties that were involved, getting them engaged early and developing programs that were more individualized than they’d ever been in the past. What motivates you most in your current position? Storms: The continuous opportunity to learn in this space. The shopper discipline is always evolving based on the tools and technology available. Gaining new skills, sharing them with the organization and actually building programs that I can see in the marketplace in the short term is very exciting. What keeps you up at night? Storms: There are always new things out there, and some are going to work but some won’t. There are so many choices and options, and we need to be able to advise the brands on the best ones. It’s exciting and overwhelming at the same time. What’s your vision of retail in five to 10 years? Storms: I see retail continuing to show signs of blurring between the physical store and e-commerce. Physical stores need to have that experience, giving people a reason to go into their stores. It’s going to blur and then further separate. And shopper marketing? Storms: Traditional marketing, digital marketing and shopper marketing will have to be reimagined. They can’t function as silos any longer and as the retail landscape evolves and how shoppers shop changes, we’ll see those divisions break down. It’s become an essential component of go-to-market planning. LOGITECH MEIJER Jonathan Johnson, Senior Director of Trade Marketing and Worldwide Merchandising Projects Johnson has pioneered programs in both e-tail and retail marketing in the consumer electronics space. His shopping studies have revealed how people shop for computer accessories in-store and online, resulting in new approaches to merchandising in physical retail like Best Buy as well as online sites such as Amazon. Recently he has added worldwide merchandising projects to his responsibilities. Lanny Curtis, Director, Customer Marketing In 26 years with Meijer, Curtis has long been engaged with both shopper insights and the use of digital capabilities. He currently oversees targeted promotions, managing digital content; multiple communication channels, and business intelligence tools. M MARS Susan Barkalow, Director of Shopper Marketing Barkalow leads a team of nine shopper marketing professionals at Mars Chocolate. Her greatest accomplishment is in building and empowering her team to create insight-based shopper programs that drive the category, Mars brands and meet retailer partner objectives. MCCORMICK & CO. Donna Bressler, Shopper Marketing Senior Manager MEAD JOHNSON & CO. Chad Marquardt, Director of Customer Development Shawn Mulroney, Director of Customer Development What still needs to be done? Storms: There’s an inclination to stay more in the trade marketing mindset that’s very promotionally focused versus really anchoring around insight and building any program out that way. 15 Michael Ross, Vice President, Digital Shopping & Customer Marketing Ross leads customer marketing, loyalty, marketing analytics, payment solutions, marketing, digital/mobile marketing strategies and emerging technology for the Grand Rapids, Michigan-based chain. MEYER Ingrid Ellerbrock, Senior Director, Consumer & Shopper Marketing MIKE’S HARD LEMONADE Tracey Sivak, Senior Director, Key Accounts MILLERCOORS Jim McNellis, Director, Channel Marketing Daniel Warhaftig, Senior Marketing Manager, C-Store Commercial Center of Excellence Warhaftig, with 18-plus years in the industry, focuses on driving growth across MillerCoors’ largest class of trade by partnering with brands to develop shopper-focused solutions that build their brands at retail and drive category performance. Jovina Young, Director, Channel Marketing, C-Stores Young was instrumental in driving a shopper marketing mindset by redefining how marketers brief and review creative with the company’s agency partners. Her work with the brand team shifted the organization to simplify, and better engage its shoppers, retailers and distributors. MIZKAN AMERICA NEWELL BRANDS PEPSICO Sigrid Garavito, Shopper Marketing Manager Garavito built and leads the company’s shopper marketing capability, overseeing 14 pasta sauce customer business teams and consulting for all others. She spearheads annual objectives, initiatives, KPI direction, insights and pathto-purchase development. She also led the development of its custom shopper marketing measurement model. Chris Gurchiek, Director of Business Development Janelle Anderson, Vice President, Shopper Marketing Anderson leads the 65-person shopper marketing function for PepsiCo’s three business units: Frito-Lay, Quaker and Pepsi beverages. She is responsible for building shopper marketing strategies, programs, brand and digital experiences for the largest retail customers. NICE-PAK PRODUCTS Patricia Raggi, Vice President, Marketing Services O OFFICE DEPOT MOET HENNESSY USA Carolina Raineau, Senior Director, Marketing Strategy Kyle Yearick, Vice President, Trade Marketing Ivan Reed, Director, Integrated Marketing MONDELEZ INTERNATIONAL Stephen McGowan, Director, Shopper Marketing McGowan leads the shopper marketing function for the company. He has more than 20 years of brand and sales experience, and his team creates programs in collaboration with its retailer partners and brands to develop insight-driven category enhancing programs. N NESTLE NUTRITION Glenn Deutsch, Director of Shopper Solutions Deutsch leads the shopper function, setting vision and insight-based strategies to drive profitable growth with key customers. NESTLE USA Brigid Gilmore, Director of Shopper Marketing, Nestle Sales Division Joe Radabaugh, Division Vice President, Category & Shopper Excellence Radabaugh was inducted into the Shopper Marketing Hall of Fame in 2011. Eduardo Souchon, Senior Marketing Director, Category Management Omnichannel Souchon defines the vision, strategic role and intent of product/service categories across all channels based on shopper/market insights. ORGANIC VALLEY Kelly Gibson-Wolff, Director, Relationship Marketing Gibson-Wolff oversees consumer promotions, shopper marketing and e-commerce integration across the Organic Valley line of organic dairy products. In her role, she drives strategic relationships to benefit both the brand and sales teams. P PARAMOUNT HOME MEDIA DISTRIBUTION Loran Helin, Vice President, Retail Marketing, North America Helin oversees the retail marketing team for Paramount’s new movies and catalog, as well as Viacom partners Nickelodeon, CBS, Showtime, Comedy Central and MTV. 16 William Langford, Senior Director, Shopper Marketing Langford leads a team in the development of PepsiCo national shopper marketing programs and initiatives for 7-Eleven and Dollar General. He also leads the strategic joint business planning process, leveraging consumer, shopper and marketplace insights to develop effective shopper marketing plans, initiatives and programs. Katie Schiavone, Senior Director, Shopper Marketing, PepsiCo North American Nutrition Brands Esperanza Teasdale, Senior Director, Shopper Marketing Teasdale is a transformational marketing leader who accelerates business performance among top U.S. retailers and brands. Under her leadership, PepsiCo was awarded marketing vendor of the year for Dollar General, 7-Eleven and Hess. Teasdale is recognized for being passionate, creative and a champion of people. PERNOD RICARD Scot Henderson, Director, Customer Solutions Henderson has been in his post for nearly five years since he joined the company. He came from Dean Foods, where he headed up that company’s category and shopper insights efforts. His past experience also includes time at PepsiCo, Frito-Lay and The Pillsbury Co. PFIZER Heather Storms, Director, Shopper Marketing (See profile on page 14.) PHILIPS Kelly Downey, Vice President, Digital and Shopper Solutions Downey is responsible for the vision, strategy and execution for Philips Personal Health North America digital, consumer care, creative services and shopper marketing. PINNACLE FOODS Kelly Annis, Director, Marketing Activation Annis brings creative vision, passion and leadership to deliver multitiered and sales-driving promotional campaigns. Her brand-building experience includes Nabisco, Kraft and Post Foods prior to her current position. She architected the promotions and shopper disciplines at Post Foods after the business was spun off from Kraft. PRESTIGE BRANDS Andrea Bouwman, Shopper Marketing Director PROCTER & GAMBLE Matt Barresi, Brand Director, North America Selling & Market Operations Barresi oversees all brand building at retail spanning all brick-and-mortar, brick-and-click and pure-play retailers across Procter & Gamble’s $30 billion, 10-category North America portfolio. Prior to his current role, he held a variety of assignments across multiple businesses in North America and Europe, including a successful tenure in P&G’s oral care division. Carrie Birth, Brand Manager Regional Team/ISC/Military Team Birth manages all marketing activations for P&G’s regional grocery, wholesale and military businesses from coast to coast. Her team is dedicated to driving P&G’s biggest initiatives, marketing assets and strategic priorities through scale and/or custom marketing programs. R Jillian Cohn, Senior Manager, Shopper Marketing – Food for Duracell Cohn supports the food segment sales team as it generates insight-based shopper marketing executions for grocery and convenience retailers across North America. She works with the team to leverage retailer knowledge to deliver business plans and shopper learning plans, and develop new approaches to drive sales on behalf of the brand. Andrea Lorenzo, Director, Omnichannel Marketing James Illingworth, Associate Brand Director, Target Team Illingworth is responsible for the development of industry-leading shopper marketing capabilities and the implementation of all P&G programs executed with Target in-store, online and in partnership with strategic digital partners. Michael Kirtman, Senior Brand Manager, Crest North America Joy Mead, Associate Brand Director Mead is responsible for delivering marketing vision, strategy and digital expertise for shopper marketing campaigns. She oversees a large diverse team covering NA grocery. She created alliance partnerships with Disney, National Football League, Major League Soccer, Major League Baseball and Universal Studios, to name a few. Nick Patterson, Associate Marketing Director 17 RB Cheryl Policastro, Shopper Marketing Team Leader (See profile on page 10.) S SAMSUNG SARGENTO FOODS Nicole Pavlica, Senior Brand Shopper Marketing Manager Pavlica leads the integration of shopper insights into marketing programs, which are designed to influence shopper behavior, build brand relevance, and deliver natural cheese category growth for Sargento and its strategic partners. SC JOHNSON & SON Amy Dragland-Johnson, Director, Shopper Marketing Dragland-Johnson leads all of the shopper marketing and national consumer promotions marketing teams at SC Johnson. She was inducted into the Shopper Marketing Hall of Fame in 2015. Jay Lefforge, Director, Shopper Marketing, Walmart & Club STARBUCKS Tiffany Huey, Director, Shopper Marketing Huey’s role is to ensure the Starbucks customer teams are set up to successfully grow its channel customers’ business and bring the Starbucks experience to life down the aisle. TOM’S OF MAINE: MATT SMITH, Senior Shopper and Customer Marketing Team Leader A four-time All-American as a diver at Amherst College, Matt Smith has always jumped in and gotten the job done. The English major had plans of attending law school after college, but the blending of creativity and business that he’s always been drawn to won out. Smith entered the advertising world in New York City, finding his niche developing campaigns and initiatives targeted toward underserved markets. After earning his MBA at Boston College, he made the leap to the client side, joining Procter & Gamble in 2006. He held various brand management positions during his nearly five-year tenure before assuming a senior brand manager position at Tom’s of Maine. Today he is the senior shopper and customer marketing team leader, a post he has held for the last three years. marketing or shopper solutions tailored to their shoppers and their needs. We didn’t have a team to focus on just that, so I was asked to create the capability here. What’s a major project you’re working on currently? Smith: A first-of-its-kind, back-to-school program went in this fall called “Green Your School for the Greater Good.” It’s wrapped around the idea that, by choosing Tom’s of Maine, shoppers are helping to create a million-dollar Green Your School fund through DonorsChoose.org to help make schools more sustainable. Since 2011, how has shopper marketing evolved at Tom’s of Maine? Smith: Our Green Your School program is a platform based on insights, not a product launch as we would have done in the past. We didn’t have shopper marketing-driven platforms when I started here; it was a more tactical approach. We’re a lot smarter now in how we deliver our brand story and product messages to our consumer when she’s in that mindset as a shopper. What does your current role entail? Smith: I oversee a team of shopper marketers as well as our insights and analytics team. We develop and execute, in partnership with agency partners and our customers, the brand’s shopper marketing activities for both conventional customers and natural channel customers. What was your biggest professional challenge and how did you overcome it? Has your role changed? Smith: Making the leap and being open to the idea that maybe shopper isn’t all about shelf talkers, but something completely different. I needed to understand the full scope of it and some of the Smith: Just over two years ago we had requests from customers to partner more closely to develop equity-building natural category Photo by Fred J. Field 18 cutting-edge strategies and capabilities that exist today. Once you look at your shoppers more holistically, it’s exciting to see the potential of what shopper can be. What motivates you most in your current position? Smith: Being able to do what I do here. It’s an amazing company with brands that have strong values, a rich history and strong equity. It’s emotional-based marketing as we engage with the heart and mind of our consumer, aligning our messages with her values and connecting with her and what she cares about. What about this discipline keeps you up at night? Smith: Quality of execution. Another aha moment for me was the resource intensity of executing things flawlessly. I learned early in my career that the only strategy a shopper or consumer really sees is the execution. It all comes down to that. How has shopper marketing moved forward in the past decade? Smith: It’s way more digitally driven, data-driven and personalized. Certainly we weren’t thinking about leveraging social media or bloggers that have an affinity with a specific retailer with our brand as a means to advertise our product in the past. How has it remained the same? Smith: We depend too heavily on oldschool tools to deliver our communications. We don’t see the full embrace of technology in brick-and-mortar at the mass scale today. But hopefully we’ll get there. What is shopper’s greatest need today? Smith: Personalization and simplification. In-store is more cluttered than ever, so personalizing assortments and our marketing messages will help us better connect with the consumer and the shopper. How is your team or organization working to meet that need? Smith: With a very targeted approach to our packaging and our messaging. It doesn’t make sense to deliver messages to that consumer who doesn’t care about natural. We want to ensure we’re being hyper-targeted with our messaging and our product stories. SUN PRODUCTS TOM’S OF MAINE Ellen Greenfield, Senior Manager, Shopper Marketing Greenfield joined Sun Products in May after having spent many years in agency client leadership roles. She is responsible for the development and implementation of strategic shopper marketing programs and initiatives, including scale partnerships and brand equity-driving campaigns, across multiple retail customers and channels. Matt Smith, Senior Shopper & Customer Marketing Team Leader (See profile on page 18.) T TARGET Michael Ashling, Director, In-Store Marketing TEMPUR SEALY INTERNATIONAL Marcus Baffoe-Bonnie, Director, Retail Marketing Baffoe-Bonnie leads retail marketing strategy and activation at Tempur Sealy. His team leverages shopper insights to drive adoption of co-branded advertising, store traffic and helps retailers win in-store. He previously worked at Michelin and Whirlpool Corp. TIME INC. RETAIL Christine Austin, Customer Marketing Director Austin leads the strategy and program development of customer marketing programs that support Time Inc.’s portfolio of content brands including People, InStyle, Real Simple and more. Her specific focus is on Walmart, Target, Kroger and Albertsons. Eric Szegda, Vice President, Marketing Szegda oversees the Time Inc. retail marketing team, responsible for all shopper and consumer efforts in support of the Time Inc. portfolio of magazine brands including multimedia marketing/advertising campaigns in support of People magazine. 19 TYSON FOODS Christopher Witte, Vice President, Shopper & Category Development Witte is responsible for leading and developing category leadership, shopper insights, shopper marketing and shopper activation functions. He is also responsible for the creation of Tyson/Hillshire shopper and trip engagement in protein and redeveloping Tyson’s industry-leading suite of category leadership platforms. U UNILEVER Kevin Flagg, Senior Director, Shopper Marketing Carla Malin, Shopper Marketing Director, Supermarkets Malin is responsible for the strategy and development of all shopper marketing programs within supermarkets. She also helps build the measurement, analytics and digital capabilities within the national shopper marketing team. W WAKEFERN FOOD Steve Henig, Vice President, Corporate Merchandising and Marketing Henig began his career at Wakefern in 1991 in the general merchandise division. He has been in his current post since 2011 and is responsible for the company’s corporate sales and marketing programs, private-label sales, shopper marketing department, and loyalty marketing efforts. WALGREENS WALMART WHITEWAVE FOODS Kelly Baranko, Director, Brand Strategy & Loyalty Marketing Baranko is responsible for defining and deploying the Walgreens retail master brand strategy across the organization as well as marketing Balance Rewards, the company’s loyalty program. Matthew Parry, Senior Marketing Director – Customer Experience & Shopper Marketing Parry leads the retailer’s shopper marketing and in-store customer experience/engagement efforts. He also leads shopper strategy and customer insights, digital, technology and omnichannel in-store integration. His goal is to build a customer experience innovation team to deliver multiple instore experience and technology pilots. Jim Blumberg, Director, Integrated Marketing Crystal Fouchard, Retail Marketing Director Mindy Heintskill, Vice President of Loyalty and Personalized Marketing Heintskill is responsible for the retailer’s Balance Rewards loyalty program, customer insights sharing and personalized activation. She is a new breed of industry leader that possesses brand, solution provider and retail experience. Jamie Sohosky, Vice President, Marketing, Customer Experience Sohosky leads a team that spans a number of disciplines from store innovation and technology to visual merchandising, shopper marketing and “retailtainment.” She brings these disciplines together to make Walmart’s 4,500-plus stores a better place for customers to shop – simpler, more engaging and more seamless. WILTON INDUSTRIES Allyson Martin, Senior Director, Shopper and Channel Marketing WORLD KITCHEN Ken Bausch, Vice President, Global Digital Marketing Bausch and his team have delivered demonstrable growth in market share and consumer awareness across the brand portfolio with a content-driven, channelagnostic, customer-engaging and technologically agile approach. A highlight last year was its award-winning Pyrex 100 campaign, increasing sales for this mature brand by more than 20%. ©Copyright 2016. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. 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